Foundry 360 - Healthcare Marketing Campaign of the Year

Company: Foundry 360, New York, NY
Entry Submitted By:Gold Label Awards
Company Description: Powered by Meredith, Foundry 360 transforms the way you engage with your consumers. We are a content marketing agency that powers our clients owned and operated channels. We develop customized strategies, driven by content, that drive to your specific business goals. We produce and publish content to serve your consumers’ needs, shift & shape perceptions and drive business outcomes.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare – Rx - Consumer/DTC

Nomination Title: Foundry @ Meredith & Amgen ENBREL - Big Little Joys

Specify the date on which this campaign or program was launched: 12/3/19-4/30/20

Insight:
In addition to looking for pain relief treatments, psoriatic Arhtritis (PsA) and rheumatoid arthritis (RA) sufferers regularly research and talk about ways to improve their emotional – and physical – wellbeing.
“Feel” is the most used word in Twitter chatter about PSA (9% of conversations); “Pain” (mental and physical) is the most common in RA conversations (15%).
For RA and PsA sufferers, finding ways to keep living their regular lives is as important as treatment.

Idea:
We would reach our target with content explaining how a combination of healthy diet, the right lifestyle decisions and ENBREL can help them enjoy life’s ‘Big Little Joys’ – the simple pleasures that RA and PsA takes away. With ENBREL, you don’t need to give up on those.

At the heart of our content series, we created three documentaries about RA and PsA sufferers who had overcome their pain (with ENBREL) to enjoy life’s ‘Big Little Joys’ again:

In ‘Learning to Live with Psoriatic Arthritis’, we met Matt, who successfully started taking ENBREL to relieve his pain – and get his old life back.
‘Living Well with Rheumatoid Arthritis’ introduced Brandy, who after years of debilitating discomfort, is now managing her condition with ENBREL.
‘The Difference the Right Treatment Makes’ focused on Mary, a young mother whose rheumatoid arthritis was controlling her life – until ENBREL helped her.

Unlike traditional testimonials, our films focused less on the drug, and more on the emotional stories of our patients. All videos included required Important Safety Information.

Videos lived on a custom digital destination under People.com, a magazine brand which specializes in emotional, human-interest content.

We also created custom-designed nine unbranded service articles, placed across online versions of healthy living, entertainment, and lifestyle titles: Martha Stewart Living, Shape, Health, Eating Well, Better Homes & Gardens, and Real Simple.

Articles covered health and wellbeing topics – including: “Exercises for Joint Health” (Shape.com) and “7 Natural Ways to Relieve Joint Pain” (Martha Stewart Living) – and healthy eating guides: “Anti-inflammatory Foods and Arthritis” (Better Homes & Gardens) and “Arthritis Nutrition 101” (Eating Well).

We kept readers within our ecosystem through linking to related articles in the series.

We promoted content via Native Promotional Units, Marketplace, Search and Facebook Right Rail, and Facebook dark posts.

Our content celebrated the everyday joys of RA and PsA sufferers – as well as the heroes who seize those joys with the help of ENBREL.
Our videos engaged on an emotional level:

In total, our videos were viewed 255k times – reaching around 1 in 4 PSA sufferers (source: https://psoriatic-arthritis.com).
Overall CTR from these pages to our website was 11.3% – +565% above People.com benchmarks.
All of the three video creatives performed well above benchmark. Mary’s video was our most viewed – with CTR +700% above benchmarks.

Our unbranded articles strengthened ENBREL’s commitment to helping sufferers live normal lives:

Articles were viewed nearly 140K times – with engagement rate +160% above magazine benchmarks.
The top-performing articles by engagement rate were generally focused on how to relieve and treat joint pain, suggesting this was an extremely valuable piece of advice for Enbrel’s users.

We are particularly proud of these numbers because we feel it attests to the following:
-the power of well-researched unbranded journalism curated successfully for a given target, and withstanding the stress test of a pharma company’s rigorous medical-legal review process
-the resonance of well-done, straightforward documentary video with the right heroes
-just how successful a pharma campaign can be when authentic storytelling lives at the heart of the campaign.

Custom Tentpole Videos
The custom native videos were promoted through the tentpole page, that directed users to each individual’s video page. These videos were extremely successful at driving clicks, with an overall 11.3% CTR on the video pages – a lift of +565% over the benchmark. All 3 videos performed well above benchmark, with these highlights:

Mary’s video saw a +700% CTR lift.
Matt’s video saw a 6.6% video completion rate.

Engagement: Custom Native Posts
The top performing articles by engagement rate (ER) were generally focused on how to relieve and treat joint pain, suggesting this was an extremely valuable piece of advice for Enbrel’s users. Beyond that, a piece of content about Anti-Inflammatory Foods for Arthritis had an extremely high average time on page of over 2 minutes, showing that users responded extremely well to this type of content.